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Warner Bros Discovery Relaunches HBO Max Streamer as ‘Max’ in Bid for Broader Audience 

Jeremy Strong arrives at the HBO and HBO Max Post Emmys Reception on Sept. 12, 2022, in West Hollywood, Calif. Strong plays Kendall Roy in the HBO television series “Succession.” (AP)
Jeremy Strong arrives at the HBO and HBO Max Post Emmys Reception on Sept. 12, 2022, in West Hollywood, Calif. Strong plays Kendall Roy in the HBO television series “Succession.” (AP)
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Warner Bros Discovery Relaunches HBO Max Streamer as ‘Max’ in Bid for Broader Audience 

Jeremy Strong arrives at the HBO and HBO Max Post Emmys Reception on Sept. 12, 2022, in West Hollywood, Calif. Strong plays Kendall Roy in the HBO television series “Succession.” (AP)
Jeremy Strong arrives at the HBO and HBO Max Post Emmys Reception on Sept. 12, 2022, in West Hollywood, Calif. Strong plays Kendall Roy in the HBO television series “Succession.” (AP)

When the HBO Max streaming service relaunches on Tuesday as "Max," Warner Bros Discovery Inc will learn whether mixing critically acclaimed dramas with reality fare that some might describe as a "guilty pleasure" will attract more subscribers.

"Max" will bring together HBO’s high-end scripted programming like "Succession" and Warner Bros films with Discovery’s food, home and lifestyle content, including "Fixer Upper: Welcome Home," in a bid to broaden the appeal of the original HBO Max service, as well as reduce the number of people canceling the service each month. It also plans to expand the portfolio of children's content.

Warner Bros Discovery first announced the planned changes on April 12.

The media company forged by the 2022 union of WarnerMedia and Discovery is betting that the addition of Discovery content will help retain viewers who typically sign up for HBO Max to watch a season of their favorite show – and then cancel after the finale.

It is a formula that proved successful for the Discovery+ service in Poland and the Nordic countries.

"In markets where we had scripted entertainment and nonfiction sitting together, we know the proposition works," said JB Perrette, Warner Bros Discovery’s president and chief executive of global streaming, adding that despite the common perception of HBO viewers "as only living in an ivory tower of HBO, the reality is we all have guilty pleasures."

Max also will seek to mine the media company's rich trove of entertainment franchises, with a forthcoming "Harry Potter" series, a "Game of Thrones" prequel and the DC Comics-inspired "The Penguin," starring Colin Farrell. Perrette said the company also is thinking about how to incorporate sports in its streaming offering.

In its first-quarter results announced earlier this month, Warner Bros Discovery said its streaming unit, which includes the HBO Max and Discovery+ services, posted adjusted pretax earnings of $50 million, compared with a loss of $227 million a year earlier. It gained 1.6 million subscribers.

"Our US streaming business is no longer a bleeder," CEO David Zaslav said on a post-earnings call.

That marked a milestone for a division that had been losing money in its bid to gain subscribers and a foothold in the industry's digital future. However, Zaslav said the churn on HBO Max was unacceptably high. Some 6.5% of HBO Max subscribers canceled the service in April, double the churn rate of rival Netflix Inc, according to the analytics firm Antenna.

Discovery+ will remain a standalone platform, though its most popular shows will also be available on Max.

Max has three tiers: an ad-supported version for $10 per month and ad-free version for $16 per month, both with the ability to stream on two devices at once; and a $20-per-month ad-free version that can be streamed on four devices at once.

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Spielberg, De Niro, Freeman Praise Francis Ford Coppola as He Accepts the AFI Life Achievement Award

Filmmaker Francis Ford Coppola, right, accepts the 50th AFI Life Achievement Award from presenters George Lucas, left, and Steven Spielberg on Saturday, April 26, 2025, at the Dolby Theatre in Los Angeles. (AP Photo/Chris Pizzello)
Filmmaker Francis Ford Coppola, right, accepts the 50th AFI Life Achievement Award from presenters George Lucas, left, and Steven Spielberg on Saturday, April 26, 2025, at the Dolby Theatre in Los Angeles. (AP Photo/Chris Pizzello)
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Spielberg, De Niro, Freeman Praise Francis Ford Coppola as He Accepts the AFI Life Achievement Award

Filmmaker Francis Ford Coppola, right, accepts the 50th AFI Life Achievement Award from presenters George Lucas, left, and Steven Spielberg on Saturday, April 26, 2025, at the Dolby Theatre in Los Angeles. (AP Photo/Chris Pizzello)
Filmmaker Francis Ford Coppola, right, accepts the 50th AFI Life Achievement Award from presenters George Lucas, left, and Steven Spielberg on Saturday, April 26, 2025, at the Dolby Theatre in Los Angeles. (AP Photo/Chris Pizzello)

Steven Spielberg proclaimed “The Godfather” the “greatest American film ever made,” Robert De Niro teasingly bemoaned being cast in the sequel and not the original and Harrison Ford fought back tears reflecting on his role in the 1974 film, “The Conversation.”
At the center of it all was Francis Ford Coppola, who on Saturday received the AFI Life Achievement Award at a ceremony at Dolby Theatre that brought together legendary stars from a seemingly bygone era of cinema,
A founding AFI trustee, Coppola’s recognition from the organization was a kind of full circle moment for the “Apocalypse Now” director.
“When I was a kid there was the Oscars and that was it. Now they’re going to have an award show for the best award show,” the 86-year-old said on the red carpet ahead of the show. “But this is a little different because it’s a personal recognition of the people that you’ve known all your life and your colleagues over many years, so it’s like a homecoming in a way.”
“You, sir, are peerless. You have taken what came before and redefined the canon of American film,” Spielberg said.
Coppola sat between Spielberg and George Lucas, as actors and fellow filmmakers like Spike Lee, Dustin Hoffman, Al Pacino and Morgan Freeman took turns gushing over the Oscar winner.
“Dreamer of dreams on a dime, teller of tales that cost and lost millions. But tonight, (expletive) the bankers and the bank,” Freeman said to laughs and cheers.
Lucas, Coppola’s longtime friend and colleague, presented him with the award. The pair have known each other for decades and cofounded their own production company, American Zoetrope, in 1969.
“You rounded up a bunch of young film students, gathered us together. We moved to San Francisco, hoping to beat the system. And we did. Like the filmmakers from the dawn of the art form, we had no rules. We wrote them, and you were holding the pen,” Lucas said.
Coppola was mostly stoic throughout the ceremony as Hollywood sang his praises — until he accepted the award at the end of the night. He beamed as he approached the stage and thanked the room, which was filled with some of his family members as well as multigenerational A-listers.
“Now I understand here, this place that created me, my home, isn’t really a place at all, but you — friends, colleagues, teachers, playmates, family, neighbors, all the beautiful faces are welcoming me back,” he said. “I am and will always be nothing more than one of you.”
Coppola was the 50th recipient of the award first handed out to John Ford in 1973.
Guests were served wine from the Francis Ford Coppola Winery and after dinner — true to his Italian heritage — a trio of cannolis. Actors who have worked with Coppola painted a unified picture of him as a director, reminiscing on how they were invited to participate and educated about film in a way that empowered them.
“He’s very professorial. He talks about history and things and even older movies in the scene he’s inspired by,” said “The Godfather III” star Andy Garcia. “You go into working with him in a movie, and you go in seeking an associate’s degree and you would walk out with a master’s.”
Coppola last year released his long-in development “Megalopolis,” a Roman epic set in a modern New York. The film drew mixed reviews from critics and flopped with audiences. Coppola, though, has maintained he was compelled to make “Megalopolis” as an artist, not as a businessman. He self-financed the film.
“For a year in our culture when the importance of the arts is minimized, and our industry is seemingly out in the open that the only metric to judge a film’s success is by how much money it makes, I hang on to individuals like Francis for inspiration, who live through their convictions,” said Adam Driver, who starred in the film.
Last year’s AFI honoree was Nicole Kidman. Other recent recipients include John Williams, Mel Brooks, Denzel Washington and Julie Andrews.